Demand in the Design

The early 20th century marked a turning point in American media history, as both technological advances and the determination of new, innovative uses for it created a medium that rose to dominance during the 1920s: radio. What was originally an advancement of a communication form already in existence, morse code, grew and developed into the "Radio Music Box" originally conceived by David Sarnoff, as described in "Media Now." In turn, its convenient nature allowed it to become a household object, and thus spread its popularity across the nation.

Technological advancement as a driving force finds its foundations in the concept of innovation in general. By creating more efficient and more advanced means of carrying out the motions of everyday life, these things gain popularity within social spheres. Originally, the radio was considered to be a "wireless telegraph" when it was first invented in 1896 by Guglielmo Marconi. Intended to further mobilize the telegraph system, it allowed radio stations to broadcast and receive messages from ships at sea that were beyond the reach of the usual wires. However, what began as a technological advancement for morse code as a means of relaying messages gained technological advances of its own — De Forest's vacuum tube that allowed for sounds like music to be broadcast, for example — that allowed it to become its own medium.

Once the technology had blossomed into full development, Sarnoff's idea helped radios find their way into American homes. From there, what the technological advancement that had brought into the spotlight triggered a chain reaction of events that, set off by those original sparks of innovation, allowed radio to become so influential during the '20s. The concept of entertainment embedded with commercials as a source of funding led to the music, shows and variety that piqued the public interest. Soon the demand of the audience led to the need for supplying more radios and more radio content, thus allowing it to rocket to the powerful influence it held during that era.